Online Advertising

Online advertising, also referred to as digital advertising, refers to the process of placing advertisements in on platforms such as Google, Facebook, Youtube and others, as well as using platforms for display advertising. On Google, this is accomplished by search engine advertising as well as display advertising. On Facebook (Meta), there are multiple advertising types available, which include Facebook, Messenger, Whatsapp, Instagram and others. Navigator Consulting supports the definition and management of digital advertising campaigns.

​

Digital advertising is a continually evolving ecosystem driven by three main factors: 

 

1. Consumer engagement and trends in the wider market; 

2. Technological evolution; 

3. Regulatory issues over consumer privacy.

 

In terms of our capabilities, Navigator Consulting provides strategic digital advertising and campaign management services that follow the classical strategic advertising model: 

 

• Campaign objectives

• Audience definition

• Product-market fit 

• Messaging definition

• Budgeting 

• Channel selection and definition

• Creative development 

• Conversion planning

• Campaign launch and management, including A/B testing

• Monitoring and ROI 

 

It is of primary importance that our clients understand the strategic framework of online advertising: unless a strategic approach is taken, conversions are typically low, and the real benefits of digital advertising campaigns tend to accrue to platforms like Google or Facebook. 

 

It is also important to understand that any digital advertising campaign is a study in continual adaptation and evolution: audience definition, keyword selection, messaging, value promise and a range of other factors need to be continually adjusted in order to render a useful result. 

 

There is a learning and discovery process inherent in any online advertising campaign, and therefore a collaborative approach where we work together with our clients to understand campaign performance is typically needed. 

 

In terms of digital advertising channels, we have extensive experience with:

 

• Google Adwords – Search Engine Marketing Campaigns

• Google Display 

• Facebook Advertising

• Facebook Family Advertising: Messenger, Instagram, Whatsapp

• Youtube Advertising 

• LinkedIn Advertising 

• Tik Tok Boost & Tik Tok Advertising

• Pinterest

 

Given the current situation with Twitter (X), we have decided to discontinue advertising services, but are open to providing online advertising campaign management on an ad hoc basis on that channel. 

 

Please contact us for a confidential discussion of your digital advertising requirements.